VKontakte added to social network users new status in the column “marital status” — “civil marriage”. As the resource vc.ru this was done as part of an advertising campaign of the new eponymous series of TNT.
Starting from the day of the premiere series (9 Jan), users “Vkontakte” can set a new status in desktop and mobile version of the website. Mobile apps for iOS and Android devices the feature will appear along with the next update.
“This in itself is a completely new marketing tool, so it is interesting to us and. It’s unexpected, fun and absolutely in the spirit of a young audience, in which TNT and “Vkontakte” are the leaders”, — said Deputy General Director of TNT, strategic marketing Ruben Hovhannisyan.
The representative of “Vkontakte” said that the new status will remain after the end of the promotional campaign of the series.
Social network users differently reacted to the innovation: some of them supported these changes, while others criticized the administration of the social network is criticized. In particular, the company is accused of deliberately undermining the institution of the family.
The series “Civil marriage” will be aired on TNT from Monday to Thursday at 20.00 Moscow time. The plot — the story of a young couple Themes and Nicky, who are satisfied with their relationship and do not rush to grow up. They move into her grandmother’s apartment, where they begin to live together.
It is worth noting that this is the first change in the column of marital status in “Vkontakte” since 3 August 2012 when the social network gave users the ability to specify relationships with partners of their own sex.